Paul ChristiansenPaul Orchestrating Public Opinion Paul Christiansen Orchestrating Public Opinion How Music Persuades in Television Political Ads for US Presidential Campaigns, 1952-2016 Orchestrating Public Opinion Orchestrating Public Opinion How Music Persuades in Television Political Ads for US Presidential Campaigns, 1952-2016 Paul Christiansen Amsterdam University Press Cover design: Coördesign, Leiden Lay-out: Crius Group, Hulshout Amsterdam University Press English-language titles are distributed in the US and Canada by the University of Chicago Press. isbn 978 94 6298 188 1 e-isbn 978 90 4853 167 7 doi 10.5117/9789462981881 nur 670 © P. Christiansen / Amsterdam University Press B.V., Amsterdam 2018 All rights reserved. Without limiting the rights under copyright reserved above, no part of this book may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise) without the written permission of both the copyright owner and the author of the book. Every effort has been made to obtain permission to use all copyrighted illustrations reproduced in this book. Nonetheless, whosoever believes to have rights to this material is advised to contact the publisher. Table of Contents Acknowledgments 7 Introduction 10 1. The Age of Innocence: 1952 31 2. Still Liking Ike: 1956 42 3. The New Frontier: 1960 47 4. Daisies for Peace: 1964 56 5. This Time Vote Like Your Whole World Depended On It: 1968 63 6. Nixon Now! 1972 73 7. A Leader, For a Change: 1976 90 8. The Ayatollah Casts a Vote: 1980 95 9. Morning in America: 1984 101 10. Horton Hears a “Who?”: 1988 119 11. It’s the Economy, Stupid! 1992 129 12. At Millennium’s End: 1996 138 13. Bush v. Gore: 2000 144 14. Mourning in America: 2004 151 15. Whatever It Takes: 2004, continued 166 16. Yes, We Can: 2008 175 17. The 47% Solution: 2012 185 18. #DemExit: 2016 195 Conclusion 212 Appendix 1. Interview with Jim Cole 222 Appendix 2. Interview with Matthew Nicholl 241 Glossary of Selected Musical Terms 252 Bibliography 258 Index 267 Acknowledgments The list of people to thank for their contributions to this project seems to grow daily. To start, I would like to thank acquisitions editor Jeroen Sonder- van, my first editor at Amsterdam University Press, for seeing promise in my proposal and offering me a contract. His flexibility in allowing me more time to finish the book—when the 2016 election was still very much up in the air—was greatly appreciated. Following Jeroen’s decision to leave AUP, acquisitions editor Maryse Elliott took up the reins and has my gratitude for helping make the process of creating a cover image and assessing figures go smoothly, among her other valuable contributions. Thanks go likewise to editor Kristi Prins in gatekeeping and editor Nanko van Egmond for cover text. Head of desk editing and production Chantal Nicolaes has been absolutely heroic in her efforts to move the book across the finish line, and I am grateful for her patience with my seemingly unending barrage of questions. Copy editor Asaf Lahat is a paragon of the judicious editor; I cannot thank him enough for the astoundingly painstaking effort he put into this book, which is much better due to his involvement. The whole production team at AUP has been excellent. The list of people responsible for the successful production of this book stretches beyond AUP; for her indexing superpowers, Joanne Sprott deserves special mention, and I would like to express my profound gratitude to the two anonymous readers of my manuscript for their careful attention to and thoughtful suggestions for my work. I am grateful to Jura Avizienis for reading and commenting on several chapters of this book. Her sharp eye for detail and her frequent exhortations for me always to keep my audience in mind proved invaluable. Matthew Killmeier, with whom I collaborated on a journal article about the 2004 Bush ad “Wolves” and who contributed to my early thinking about music in political ads, deserves recognition for his insights as I began more seriously to think about this topic. The American Musicological Society awarded me the 2015 Janet Levy Award, for which I am thankful; it allowed me a research trip to numerous presidential libraries. Archivists whom I met during my trip and who all offered valuable assistance are reference archivist Kevin M. Bailey and audiovisual archivist Kathy Struss at the Dwight D. Eisenhower Presidential Library, Museum, and Boyhood Home in Abilene, Kansas; digital archivist Liza Talbot at the Lyndon B. Johnson Presidential Library in Austin, Texas; archives technician Rachael C. Medders at the George Bush Presidential 8 ORCHESTRATING PUBLIC OPINION Library in College Station, Texas; and archives technician Alison Wheelock at the George W. Bush Presidential Library in Dallas, Texas. In addition, I would like to acknowledge those research specialists with whom I cor- responded electronically: audiovisual archivist Laurie Austin at the John F. Kennedy Presidential Library and Museum; archivist Carla Braswell at the Richard Nixon Presidential Library and Museum; archives technician Brittany Gerke at the William J. Clinton Presidential Library; and archivist Jenny Mandel at the Ronald Reagan Presidential Library and Museum. I offer sincere thanks to all. Derek Matravers earned my gratitude for his patience in explaining to me the philosophical arguments surrounding the arousal theory of music. I thank Mark Brill for giving me detailed insights for my introduction and offering additional valuable information for my discussion of Lyndon John- son’s ad “Poverty.” Additionally, I would like to acknowledge Scott Harris, who offered his thoughts on music in two Dole ads from the 1996 campaign. Peter Martin has my thanks for his suggestions regarding my 2012 “Morning in America” paper, delivered at the Annual Meeting of the American Mu- sicological Society. Scholars of Russian music whom I consulted regarding Nixon’s “Russia” include Olga Manulkina, Marina Frolova-Walker, Dmitri N. Smirnov, John Riley, Pauline Fairclough, Gerard McBurney, and Richard Taruskin; I thank them for their willingness to answer my inquiries. My interview subjects Jim Cole and Matthew Nicholl gave freely of their time, and I believe that their comments as practitioners in the field will contribute significantly to readers’ understanding of this topic. Work on this book has taken place over the course of a decade, and the research I did also found its way into my teaching. In this regard, I would like to thank the undergraduate and graduate students in my Music in Television Commercials seminars, given at the University of Southern Maine in 2006 and 2009. Their enthusiasm for the material was an inspiration, and their spirit infuses some of the ideas found herein. Furthermore, I am deeply grateful to my valued colleagues and students at Seton Hall University for their support and encouragement. Specifically, I would like to thank the following people for facilitating a course release for me with which I was able to complete final revisions: Larry Robinson, Greg Burton, Deirdre Yates, Tom Rondinella, Christine Krus, Dena Levine, Dag Gabrielsen, Gloria Thurmond, and Jason Tramm. Courtney Starrett deserves acknowledgment for helping me assemble the elements that comprise the cover image. For the inspiration of their work in media studies and the stimulating conversations we had as I was finishing the book, I thank Jon Kraszewski and Chris Sharrett. For special appreciation I would ACKNOWLEDGMENTS 9 like to mention Jordan Green, undergraduate student at Seton Hall, for his assistance in setting the music examples. Sandy Wachholz has my heartfelt gratitude for her constancy as a friend during the entire time I wrote this book. For his encouragement and confidence in me as well as the best piece of advice I ever received about writing a book, I am indebted to Michael Beckerman. Finally, my wife Šárka deserves deep gratitude for her love, support, wisdom, and patience during the years I was researching and writing. I could not have written the book without her in my corner. My children Stefan and Sophia have been troopers and are owed some extra attention, which I am starting to give them as I (with relief) submit this manuscript. Introduction Democratic candidate John Kerry was stunned when he realized that he would have to concede the US presidential election on November 3, 2004. Throughout the summer, his polling numbers had showed him leading Republican candidate George W. Bush. Several factors working against Bush—his failure to capture or kill Osama bin Laden, two protracted expensive wars, a sluggish economy—forced the Republican campaign into crisis mode. Although ad blitzes in battleground states had tightened the gap as Election Day approached, exit polls seemed to indicate Kerry’s eventual victory. Bush won, however, with a razor-thin 51% to 49% margin in Ohio, the deciding state in the Electoral College. Given such a modest victory, any single factor could have made the difference.1 Could political ads run in September and October by the Bush campaign and certain 527 organiza- tions (tax-exempt political advocacy groups) have really made the difference in a photo-finish election? In the pages that follow, I hope to show this to be a distinct possibility. An example should illustrate my point. The most powerful emotional appeal of the 2004 US presidential campaign, and perhaps one of the most effective TV political ads ever, was Bush-Cheney’s “Wolves.”2 In a campaign in which ads with music were ever-present, “Wolves” stood out. I will briefly discuss this ad here in order to describe its impact, though I return to it later in this study. The transcript of “Wolves” is as follows: NARRATOR VOICE-OVER In an increasingly dangerous world, even after the first terrorist attack on America, John Kerry and the liberals in Congress voted to slash America’s intelligence operations by six billion dollars.